>> Brian Atwood has just inked a deal with Jones Apparel Group to create a new contemporary clothing and accessories line, B Brian Atwood, set to launch for Fall 2011. The footwear guru — who was reportedly asked to leave his role as creative director for Bally earlier this year — describes his upcoming clothing line (and ready-to-wear for his high-end Brian Atwood line, possibly premiering in around a year) as, “a little more sexed up than you would see at Bally.”

B Brian Atwood footwear will roll out first in Fall 2011 — with prices ranging from $200 to $500 — and a focus more on flats and mid-heel heights instead of the sky-high heels that typically populate Atwood's signature line. Jewelry and handbags will launch the year after, with clothing and sunglasses coming in the following seasons after that.

Atwood says B Brian Atwood is not a diffusion line »

“The cool, East Village girls who have great style are kind of a muse,” said Atwood. “It will just be with a different edge, but always have the same core values [as Brian Atwood.] Our brand essence is fun. It is lipstick, boys and killer heels." In fact, Jones has already created a B Brian Atwood logo — a lowercase "b" scrawled in lipstick.

The line is aimed at high-end department stores and upscale specialty boutiques, and Atwood notes: "We don’t ever call it diffusion because it is really a counterpart to the main line. It was something I felt that we needed as part of our brand. We love what we do and if we can give any part of Brian Atwood to a larger audience, that is what really excited me.”

Jones has not invested in Atwood's namesake line as part of the partnership.